A configurational perspective on brand relevance in commodity markets
This article illuminates the question how brands can help prevent the commoditization of offerings. The concept of interest is brand relevance, which refers to the importance of the brand as purchase decision criterion for customers in purchase situations. Based on a brief review of prior work on th...
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| Veröffentlicht in: | Commodity marketing |
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| Sprache: | eng |
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2022
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Tag hinzufügen | Titel | Jahr | Verfasser |
|---|---|---|
| Commodity marketing: an introduction into key concepts and processes | 2022 | Enke, Margit |
| A configurational perspective on brand relevance in commodity markets | 2022 | Leischnig, Alexander |
| De-commoditization in B2B markets: a communication perspective | 2022 | Geigenmüller, Anja |
| Non-price-related de-commoditization: an exploratory study in the refractories industry | 2022 | Geigenmüller, Anja |